Eye Movements Study on Reading Behaviors of Automobile Advertisements Published in Mobile

Phone Newspaper

Zheng Yuan

Min Zhang

Qing Tang

Outline

1

2

3

4

The experimental design

Eye tracking data analysis

Conclusion

Introduction

Introduction

In this study we try to exploring the difference in reading behaviors between subjects of different genders. The experiment is based on the eye tracker and mobile newspaper advertisements. By controlling the mobile newspaper advertisements' area, place, colors, display mode, recording the subjects‘ eyes move process of reading mobile newspaper advertisements ,we analyze the behavior of readers and the exogenous factors of mobile newspaper advertisements.

The experimental design

a. The choice of subjects

In this experiment, we selected 10 college students, 5 male and 5 female; age around 21 years old with normal vision or corrected visual acuity above 1.0. They have no eye diseases such as color blindness or color weakness.

b. The experimental variables

Variable A advertising colors:A1- cool colors,A2- warm colors,A3-dark colors;Variable B advertising area:B1-25% ， B2-50% ， B3-75%;

Variable C advertising posotion:C1-upper,C2-middle,C3-bottom;

Variable D main information display mode:D1-flashing,D2-non-flashing.

c. Design of the experiment

We randomly selected an advertisement from 12580 live broadcast in 2010 as the experimental material, which is a ad of Dodge.

According to the Uniform design method, we design six different ads. Table 1 show the experimental program.

Table 1 Uniform design of the experimental program U6(332)

number A B C D

1 Warm

colors A2

25%

B1

Middle C2 flashingD1

2 Dark

clolrsA3

75%

B3

Upper C1 flashingD1

3 Cool

colorsA1

50%

B2

Bottom C3 flashingD1

4 Warm

colors A2

50%

B2

Upper C1 non-flashi

ngD2 5 Cool

colorsA1

75%

B3

Middle C2 non-flashi

ngD2 6 Dark

clolrsA3

25%

B1

Bottom C3 non-flashi

ngD2

图车 1-暖 中 25% 闪 图车 2-暗 上 75% 闪 图车 3-冷 下 50% 闪

图车 4-暖 上 50% 不闪 图车 5-暗 下 25% 不闪 图车 6-冷 中 75% 不闪

Data analysis

In order to exploring how the variables(the mobile newspaper advertisements' area, place, colors, display mode)affecting the behavior of readers, we use statistical methods to analyze the data of eye movement trajectory of the mobile newspaper advertisements, the primary visual region, the time to first fixation, fixation counts, etc. Then establish the regression model of the time to first fixation, the observation length, the fixation count about the colors, place, size, display mode.

A Advertising Colors variables B Advertising Area C Advertising Position

D Main Information Display Mode

In order to establish regression models of first fixation duration(explained variable) about variables A,B,C,D(explanatory variables), We need to introduce corresponding dummy variables.

(1)Dummy variableX1(advertising colors): X1(1)1 refers to warm color, X1(1)=0 refers to not warm color; X1(2)=1,refers to cool color, X1(2)=0 refers to not cool color; thus, X1(1)=0 and X1(2)=0 refers to dark color.

(2)Dummy variableX2(advertising position): X2(1)=1refers to upper, X2(1)=1refers to not upper, X2(2)=1 refers to bottom, X2(2)=0refers to not bottom, X2(1)=0 and X2(2)=0 refers to middle;

(3)Variable X3(advertising area):ration variable(numerical value)

(4)Dummy variableX4 (main information display mode): X4=1 refers to flashing, X4=0 refers to non-flashing.

a. First Fixation Duration

experiments

Time to first fixation

Female1 female2 female3 female4 female5 male1 male2 male3 male4 male5

1 Warm

color

middle 25

%

flashing 0.458 0.284 0.126 0.000 2.417 0.370 0.640 0.311 0.461 0.000

2 Dark

color

upper 75

%

flashing 0.000 0.441 0.000 0.568 0.311 0.000 0.034 0.055 0.369 0.000

3 Cold

color

bottom 50

%

flashing 3.053 0.389 2.465 0.000 5.000 0.000 1.295 1.891 0.454 0.000

4 Warm

color

upper 50

%

Non-flashing 0.000 0.000 0.000 0.573 3.392 5.000 0.279 3.718 0.225 0.778

5 Dark

color

bottom 25

%

Non-flashing 1.673 0.143 0.243 0.000 5.000 4.727 0.000 2.597 0.000 5.000

6 Cold

color

middle 75

%

Non-flashing 0.000 0.000 0.027 0.000 0.017 0.000 0.502 0.072 0.164 0.000

Regression model- Time to First Fixation of female readers

coefficients

model

Non-standardized coefficients

Standardized

coefficients T Sig.

B

Standard

error  

(constant) 0.431 0.302 　 1.427 0.165

X2(2) 1.366 0.523 0.443 2.612 0.014

explanatory variables: Y11 Time to First Fixation of female readers

Regression model - Time to First Fixation of male readers

coefficients

model

Non-standardized coefficients

Standardized

coefficients T Sig.

B

Standard

error  

(constant) 1.537 0.386 　 3.982 0.000

X4 -1.145 0.546 -0.368 -2.097 0.045

explanatory variables: Y12 Time to First Fixation of male readers

By using gradual regression method of multiple regression analysis, we establish models of Y11 about X2 （ 2 ） and Y12 about X4:

Y11=0.431+1.366X2(2) ………… （ 1 ）

Y12=1.537 -1.145X4 ………… （ 2 ）

b. Fixation Duration

Regression model - Fixation Duration of female readers

coefficients

model

Non-standardized coefficientsStandardized

coefficients

T Sig.

BStandard

error 

(constant) 0.792 0.584   1.357 0.186

X32.539 1.081 0.406 2.348 0.026

explanatory variables:Y21 Fixation Duration of female readers

Regression model - Fixation Duration of male readers

coefficients

model

Non-standardized coefficientsStandardized

coefficients

T Sig.

BStandard

error 

(constant) -0.212 0.547   -0.388 0.701

X32.544 0.947 0.393 2.686 0.012

X41.372 0.387 0.519 3.548 0.001

explanatory variables: Y22 Fixation Duration of male readers

The gradual regression model has deleted the variables that have no significant effect. So the regression model about Y21(Fixation Duration of male readers) and X3 is

Y21=0.792+2.539X3 ………… （ 3 ）

The regression model about Y22 and X3 、 X4 is

Y22=-0.212+2.544X3+1.372X4 ………… （ 4 ）

c. Fixation Count

Regression model - Fixation Count of female readers

coefficients

model

Non-standardized coefficientsStandardized

coefficients

T Sig.

BStandard

error 

(constant) 3.650 0.557   6.558 0.000

X2 （ 1 ）2.450 0.964 0.433 2.542 0.017

explanatory variables:Y31 Fixation Count of female readers

Regression model - Fixation Count of male readers

coefficients

model

Non-standardized coefficientsStandardized

coefficients

T Sig.

B Standard erro  

(constant) 0.133 1.094   0.122 0.904

X36.000 1.895 0.477 3.267 0.004

X42.067 0.773 0.402 2.672 0.013

explanatory variables: Y32 Fixation Count of male readers

The gradual regression model has deleted the variables that have no significant effect. So the regression model about Y31(Fixation Count of female readers) and X2 （ 1 ） is

Y31=3.650+2.45X2 （ 1 ）…………（ 5 ）

The regression model about Y32 and X3 、 X4 is

Y32=0.133+6X3+2.067X4………… （ 6 ）

2000

conclusions

1. Automobile ads displayed in flashing manner were more attractive and gained better disseminative effects. As for male readers, the main information display mode have great effect on fixation duration and time to first fixation . 2.For female readers, advertising position has great influence on advertising disseminative effects .Automobile ads located at the top of mobile newspaper were more attractive. While for male readers, advertising area influenced their reading behaviors.

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